Describes the results of a survey of 281 adult women in the state of Florida. We used the 15 adjective pairs of the Malhotra self-concept scale to measure their self-image. A valid and reliable self-report scale measured their fashion innovativeness, thus identifying those consumers most likely to buy new fashions after they first appear in the market. T-tests compared the mean scores on the self-image adjective pairs between 30 innovators and 251 later adopters. Pearson correlation analysis was also performed. The results of both analyses showed that the fashion innovators described themselves uniquely as more comfortable, pleasant, contemporary, formal, colorful, and vain than the later adopters. The results were quite consistent with an earlier published study of college students, lending confidence to this approach to profiling fashion innovators and suggesting that using self-image could be a fruitful way to appeal to these important consumers.

This study reports new findings about fashion leaders that describe their unique characteristics in an unexamined area: their self-concept. A valid and reliable self-report scale was used to measure fashion leadership for 376 college students. Analyses showed that this scale did a good job of identifying the fashion leaders. Additional analyses showed that fashion leaders expressed a unique self concept; they considered themselves more excitable, indulgent, contemporary, formal, colorful, and vain than followers. The implications of these findings for fashion theory and merchandising are discussed.

Using the Fishbein Attitude Model as the conceptual framework, this study investigated whether female fashion leaders and fashion followers differed in the importance they gave to 12 selected clothing attributes and in their attitudes toward buying imported and domestic apparel. A random sample of 641 female consumers completed a mailed questionnaire. Results showed that fashion leaders accorded significantly more importance than fashion followers to six apparel attributes: color, attractiveness, fashionableness, brand name, appropriateness for occasion, and choice of styles. Both fashion leaders and followers accorded similar importance to six other apparel attributes: good fit, durability, ease of care, price, comfort, and quality. Also, fashion leaders as well as fashion followers had more positive attitudes toward domestic apparel than imported apparel. However, compared to followers, fashion leaders had more positive attitudes toward imported apparel.

This study investigates if females fashion leaders and fashion followers differ in their attitudes toward buying imported and domestic apparel products. A sample of 283 female consumers between 18 and 25 years of age completed a mailed questionnaire. Repeated measures analysis of variance and t‐tests were performed to determine if differences exist between fashion followers and leaders regarding their attitudes toward buying domestic and imported apparel. Results showed that fashion followers have the same overall attitude toward buying American or imported apparel. However, fashion leaders have a more positive attitude toward buying imported apparel than buying domestic apparel. In addition, fashion followers and fashion leaders have similar attitudes toward buying American apparel, but fashion leaders have a significantly more positive attitude than followers toward buying imported apparel.

Purpose -This paper reports on the effects of laundering on physical properties (pilling and edge abrasion) of washed denim fabrics. Design/methodology/approach -Garment washed denim blue jeans were subjected to repeated launderings; the effects of the cycles on pilling and edge abrasion were determined. Data were collected by means of a laboratory experimental factorial design. Analysis of variance was used to determine significant differences in the three garment washed treatments; pre-washed, stone washed and enzyme treated blue jeans. Duncan's test of multiple range determined the source of significance. Findings -The pre-washed jeans were more prone to pilling than the enzyme and stone washed jeans. On the other hand, the pre-washed jeans experienced the least amount of edge abrasion while the stone washed experienced the most. Practical implications -The results can be used by the denim garment manufacturers to design and engineer their products to suit the customer demands. Originality/value -Jeans are an important part of a consumer's wardrobe and a large portion of denim garments are manufactured with some type of garment wash treatment. Results of this study will provide denim garment manufacturers with pilling and abrasion information regarding garment washing treatments to allow them to utilize the garment treatment that best meets their needs.